“Our first goal is helping to reach out to those without basic financial literacy in our community,” McDaniel said. “We went to a meeting of about 75 parents at a local elementary school, and asked who had a simple checking or savings account — six people raised their hands.”

While SFCU was originally exclusive to railroad employees, McDaniel said that SFCU, located at 1914 Interstate 35, now is open to the public.

“Anyone who works, worships or has kids go to school in the area, we're open for them,” McDaniel said. “We are the only credit union in the area, and we have a responsibility to earn the loyalty of our customers.”

Part of earning this loyalty, she explained, comes with setting unusual standards for the financial success of SFCU.

“Other financial institutions, they are looking at return on investments when they make loans, but most of them don't make small loans, especially to those with low to middle incomes, which are our base,” McDaniel explained. “We look at what's called a loan to credit ratio, which is a measure of how much of our resources we are actually moving into the hands of people who need it.”

Though this means SFCU customers borrow more than they deposit, McDaniel said the credit union still operates with a 13 percent net worth.

“We have a strong, loyal base because we adjust. We try to help people when they need it the most,” she said. “During the recession, when employees (at local businesses) were getting laid off or reduced hours, we didn't slam them with fees, and we were able to adjust their payments.”

“Now that the railroad is hiring like crazy with the border trade and young professionals are returning to the area, we are seeing growth as employees get back on their feet,” McDaniel added. “They remember how we were here to help.”

Part of reaching out to these customers, many of whom live paycheck to paycheck, means also preparing them for more tempting, predatory sources of credit, McDaniel explained.

“We have a huge problem with same-day lending, where you're in and out,” she said. “These small lenders can promise these employees convenience, but what most (of the employees) don't know is that the interest rates on most of these loans are 400 percent, and payment is due when the next paycheck comes in.”

While McDaniel declined to give specifics, SFCU is working on an upcoming alternative to same-day lending for customers in these situations. She explained it will feature fewer fees, a much smaller interest rate of about 28 percent, and a four to six-month repayment period.

In addition to providing a stable alternative to predatory lenders, McDaniel said SFCU works to provide a more grounded alternative to the bigger banks.

“About a third of our employees are from the area, and they all do community service — painting houses, helping with fundraisers, setting up tables at fairs,” she said. “More importantly, (about nine of every 10) of my employees are bilingual.”